论文部分内容阅读
创意为了什么?之所以想到这样一个问题,有两个起因。一是,金投赏创始人贺欣浩最近邀请包括我在内的广告业界与学术界人士,讨论当前创意案例的问题。结果大家发现,创意案例大约可分为两大类,一类用于评奖与发表,主要见于国内广告界;另一类主要用于案例教学与研究,主要见于哈佛商学院等高校的案例库。两者的最大区别,就是前者强调结果与表现力,后者强调过程与逻辑力。因此,前者全部都是所谓成功案例,后者则包括不少失败案例。二是,本期杂志专辑关注酒店创意,我们发现,酒店创意本身已经超越了我们常规认识的创意范畴,除了营销与广告,酒店的创意更多体现于环境、情景与各种细节。酒店创意的是生活,
What is creative? The reason for thinking of such a problem is twofold. First, He Xinhao, the founder of Golden Investment, recently invited advertisers and academics including myself to discuss the current creative case. Results We found that the creative cases can be roughly divided into two categories, one for the award and publication, mainly seen in the domestic advertising industry; the other is mainly used for case teaching and research, mainly seen in the case library of colleges and universities such as Harvard Business School. The biggest difference between the two is that the former emphasizes results and expressiveness while the latter emphasizes process and logic. Therefore, the former are all so-called successful cases, while the latter include many failed cases. Second, this issue of magazine focuses on hotel ideas. We found that hotel ideas themselves have surpassed the creative areas we know in common. In addition to marketing and advertising, hotel ideas are more reflected in the environment, scenarios and various details. Hotel creative is life,